Brand portfolio

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Brand portfolio is the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.

Definition

According to Marketing Management by Keller and Kotler (15th edition),

Brand portfolio. The set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.

According to the Marketing Communications by Fill (5th edition),

Brand portfolio. A collection of brands, under the ownership of a single organization.

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